Running with Vic
Vic Aguilar isn’t your average running coach. A multiple-time ultramarathoner and Ironman, he’s built a life around testing limits—physical, mental, and emotional—and guiding others to discover what they’re truly capable of. But what makes Vic stand out isn’t just the mileage he’s logged or the races he’s completed. It’s his ability to meet people where they are, to listen with intention, and to create a space where goals feel possible, even when they seem far away. Based in Wilmington, Delaware, Vic wanted to build more than just a coaching brand—he wanted to create a platform for authentic connection. A place to share not only training plans and strategies, but stories: the quiet moments of self-doubt, the breakthroughs, the joy of a sunrise run when everything finally clicks. Whether his clients are seasoned athletes or brand-new to running, Vic’s mission is the same—to help people write a new story for themselves, one mile at a time.
Services
Brand Development
Identity Design
Print Collateral
Merchandise Design
Photography
Website Design and Development
We designed a brand identity rooted in Vic’s initials—an energetic, movement-inspired icon that feels as fluid on a race bib as it does on a trail hat. The design captures both his athleticism and his down-to-earth style. The color palette and typography reflect his connection to the outdoors and minimalist philosophy, keeping the focus on performance, presence, and the journey itself. The website carries that same energy: direct, clear, and inviting, with immediate access to his offerings and his personal voice.
a brand built for motion
once upon a run
Central to Vic’s brand is his mantra, Once Upon a Run—a phrase that speaks to the transformative power of running and the stories that unfold along the way. We wove this mantra into the brand’s core, using it as the title of his journal where Vic shares reflections, breakthroughs, and coaching wisdom. Behind the scenes, we also developed a streamlined digital system for payments and client onboarding, ensuring that Vic could stay focused on what matters most—coaching, training, and connecting with his clients on and off the trail.
